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contact Pat Cauley, eMedia editor, at (703) 908-1030 or via e-mail at
pcauley@retailing.org
There’s a big fuss across the pond about two men kissing. A recent Heinz ad was taken off the airwaves after the UK Advertising Standard Authority received over 200 complaints.
And I always thought they were supposed to be so much more open-minded than us Yanks! A Boston news outlet’s editorial claims, “As far as images of same-sex families go, it’s positively delicious.” I think that author missed the boat completely. What’s funny is that I don’t think the commercial has anything to do with being gay. We’ve discussed marketing to gays on this blog before, but this is an entirely different scenario. The idea behind the ad is that the deli mayo is so authentic tasting that the “mother figure” is replaced as a New York deli worker. Either that, or it’s normal for children of gay couples in London to call their one father “mum” and for that person to be dressed in the morning like they’re working at a diner.
Heinz used creativity in making a provocative, compelling and memorable ad. What more could a brand want?
What’s your take on the ad? Was Heinz wrong to make it? Were they wrong to pull it?
According to a New York Timesarticle, viewers are shown programs—and ads—they can respond to by using remote controls to click on icons they see on their screens. Each click sends a signal to the viewer’s personal portal—basically, a site where everything the person has expressed interest in is aggregated. Then, the viewer can look up more information there the next time he or she goes online.
For example, someone who clicks on an icon embedded in a spot for a local car dealer can send to a personal portal a link to the dealer’s website or to the site of the car brand. Backchannel Media—which hosts the portals on its server—refers to these response opportunities as “clickable moments.” Linking TV and the Internet can be “a game-changing technology,” says Michael Kokernak, who shares the title of chief executive at Backchannel with Daniel Hassan, because it represents “a huge shift from how stations operate today.” The Backchannel system is one of several experiments with interactive television, which seeks to blend the ubiquity and convenience of traditional TV with the interactive qualities of personal computers.
Here’s a recent newscast that discusses the program:
Do you think this program has the potential for national success?
If you’re reading this blog, chances are that you already know how important it is for consumers to be able to view videos online. Online videos help sell products because they let consumers have a “virtual test drive” of a product before they buy it. These videos get consumers excited about new products and make them want to learn more about emerging trends. Today, the same is increasingly true of political candidates and issues. Long before votes are cast in November, millions of Americans will participate in the political process by watching videos on the Internet. According to a recent Pew poll, as many as a quarter of adults have already watched political videos online. That number is expected to grow. Perhaps the more exciting news is that the Internet appears to be getting more people involved and informed. The United States has historically had some of lowest voter turnout among developed democracies, and much of this apathy occurs when voters do not feel informed about the issues. It is difficult to “accidentally” read a newspaper or tune into the evening news, but it is quite easy to come across political information online by mistake. More than half of those who reported viewing political videos online said they did not go on the Internet for the purpose of learning about politics. That means the availability of videos online is helping to strengthen participation in the political process.
Aside from political videos, the Internet is also ripe with funny videos we share with our family and friends.
Then you see this charming cartoon you half remember from elementary school, and you learn about a threat to the freedom of the Internet.
Click here to learn more about the threat to the Internet’s viability and freedom.
Tomi Turner works in ERA’s government affairs department
ERA and Electronic Retailer were on the road last week attending Internet Retailer, DM Days, Mobile Marketing Forum and the INPEX show. We also managed to have an awesome reception in Times Square at the offices of Manatt, Phelps & Phillips, LLP. ERA would like to thank its reception sponsors: Manatt, Litle & Co., O’Currance Teleservices, Dream Team Direct Inc. and Media Funding Corporation. Below are some photos from the various events. Enjoy!
ERA’s Katie White awaits the guests…
InfoTech’s Cole Van Heel, Dream Team’s Mike Moreau and SF Video’s Steve Feinberg
The goods…
ERA’s Robin Greenspan with Andrea Rose
Networking…
Power Direct’s Bret Butterfield, Liquid Focus’ Ken Osborn and MFLS’s Scott Swanson
INPEX took place at Pittsburgh’s David L. Lawrence Convention Center- the largest green building in the world.
Inventors were able to pitch their products for possible inclusion on “The Tonight Show with Jay Leno”
Electronic Retailer’sPat Cauley with PurBlu’s Eva Lorini
C Spot Run Productions’ Wendi Cooper with Product Strategies’ Michael Planit
Save the date: ERA Santa Monica reception on July 16th! Email Katie White at kwhite@retailing.org for more information!
June 18th was a big day. Mozilla Firefox (the open-source web browser which has been gradually stealing market share from Internet Explorer) launched their 3.0 browser as well as its Guinness Book of World Records attempt for the most downloads in a 24-hour period. Yes, you may laugh off the attempt at claiming a spot in the GBWR (after all, they’ll be right up there with the man with the longest ear hair), but the greater subtext to this story is really the broader reach of Firefox and other movements to change the Internet.
Over the past few years the Internet has become more open, more accessible and more robust. Small start-up companies have been able to take a concept and reach millions of people with minimal barriers; programmers have been able to deploy their web-based apps across multiple browsers and operating systems through a seamless and consistent user experience; and ultimately, end users have benefited tremendously. It’s often overlooked or misunderstood by the average consumer, but a main reason that this has been possible is because of standards. Organizations like the W3C have essentially laid out the frameworks that have made many of these cross-browser, cross-platform communications possible. Companies can choose to ignore those standards (which players like Microsoft have at times tried), but oftentimes market forces will come to bear and even the big guys will be coaxed into support of the standards. In Thomas Friedman’s “The World is Flat,” he talks about one the ten “flatteners” (or economic game-changers) of the 21st century being the shift from proprietary closed systems, to open and inter-operable systems that can freely communicate with other systems. All of this can happen because of standards.
So what does this have to do with electronic retailing? A lot, actually. If you’ve been a marketer or service provider in this space you know the pains of trying to pass files between fulfillment houses, call centers, web providers and media agencies. If you’ve been around long enough you probably also remember the times when getting YOUR data out of YOUR fulfillment provider was more difficult than getting a penny out of Fort Knox. Fortunately, good things are on the horizon. The ERA Technology Council has been steadily at work and over the next several months we hope to release some standards documentation for e-retailing marketers and service providers in our space. We’ve already begun forming a committee of big and small players in the space and first up on the docket is a fulfillment transmission standard. What does this mean for you? Well, if you are a marketer, web provider, call center or fulfillment provider that supports the standard spec, it means quicker integrations, lower costs, fewer mistakes and hopefully more opportunities for everyone to compete. That’s right, LOWER COSTS AND MORE BUSINESS—kind of makes you want to go out and download Firefox doesn’t it?
If you have in interest in participating in the standards formation process please contact Tom Quash at tquash@retailing.org.
Joel Iverson heads up the Technology Practice at KPI Direct—an outsourced strategy and management firm serving the direct-to-consumer industry. He is also a member of the ERA Technology Council.
A while back, I wrote an article that discussed the viability of viral marketing for Electronic Retailer’s September 2007 issue. In the article, I mention different campaigns that have used viral marketing and succeeded, as well as a few that didn’t pan out (think “Snakes on a Plane” bombing at the box office).
According to Wikipedia, viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, akin to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.
Below are two current, successful viral campaigns:
The first video shows how a well-established brand like Bud Light uses viral marketing to keep itself hip, fresh and funny. This video was brought to my attention via word-of-mouth while out this weekend.
The second shows how a less established brand uses YouTube to drive to its website and keep potential customers engaged and entertained.
The fact that you viewed these videos means I just helped move the viral campaigns forward. Whether you share it with your family and friends, a true test of success is up to you.
Electronic Retailer’s digital version of its print publication has gone through some major upgrades! Click here to read through the interactive archives providing cutting edge content on multichannel marketing and advertising.
New media evangelism in the direct response industry begins to remind me of biblical tales of woe, the Old Testament tales where prophets are slaughtered or exiled or something along those lines. Or at least roundly mocked. It’s part of my personal story and also part of the state of the industry, and it’s truly unfortunate.
For those of us who embrace risk and are joyful and passionate in our approach to new media, evangelism can be the most grueling, frustrating part of the game. Trying to make a twitter proselyte out of someone who can’t figure out e-mail attachments? Yeah, it gets old.
Time after time when talking to DR agency folks, I’ve run into an impenetrable wall of mythology about new media. It’s fear-based, it’s preventing progress for all the worst reasons, it’s causing forward-thinkers to be punished, and it’s simply untrue. The mythology includes the ideas that mobile commerce isn’t functional, that social media isn’t measurable, that R&D can’t lead to ROI, etc.
Recently, an agency CEO quipped about media/tech adoption, “You can lead a horse to water…”
Alright, so publications such as Electronic Retailer are leading the DR horse to water through education. Firebrands such as Marty Fahncke, Dana Todd, and a slew of others are leading the horse through sometimes-rabid evangelism. Research firms publish data saying that consumers are ready for new media. Clients are beginning to ask for more creative digital solutions.
I do begin to wonder: What’s it going to take to get that horse to drink…Damn it.
Jolie O’Dell is a mobile, social and evolving search enthusiast.
There’s a big fuss across the pond about two men kissing. A recent Heinz ad was taken off the airwaves after the UK Advertising Standard Authority received over 200 complaints.
If you’re reading this blog, chances are that you already know how important it is for consumers to be able to view videos online. Online videos help sell products because they let consumers have a “virtual test drive” of a product before they buy it. These videos get consumers excited about new products and make them want to learn more about emerging trends. Today, the same is increasingly true of political candidates and issues. Long before votes are cast in November, millions of Americans will participate in the political process by watching videos on the Internet. According to a recent 
June 18th was a big day. Mozilla Firefox (the open-source web browser which has been gradually stealing market share from Internet Explorer) 
A while back, 
New media evangelism in the direct response industry begins to remind me of biblical tales of woe, the Old Testament tales where prophets are slaughtered or exiled or something along those lines. Or at least roundly mocked. It’s part of my personal story and also part of the state of the industry, and it’s truly unfortunate.